Since 1970. Natural. SLS-free. With bee propolis & xylitol. With xylitol & propolis and the fresh flavor of peppermint. Brushing regularly with Botanically Bright helps whiten teeth (by removing surface stains), remove plaque and freshen breath using ingredients 100% derived from nature. It features an exclusive blend of botanicals, xylitol, a sugar-free sweetener known to be a plaque acid reducer and derived from birch trees and bee propolis, for a toothpaste that gives you a clean, healthy-mouth feel. The cool sweetness of peppermint freshens your breath. There is no SLS, artificial preservatives, synthetic additives like phthalates or artificial flavors. It's also fluoride and paraben free. What makes a product good? At Tom's it includes how we make it. Cruelty free. No animal testing or animal ingredients. IPS. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance or preservatives. We strive to maximize recycled content and recycability of our packaging. 5% (12 days) or employee time to volunteering. 10% of profits to human and environmental goodness. You asked- we listened! This tube is easier to use than our previous tube. 100% recycled paperboard. Printed with soy ink. Made in USA. Helps remove plaque buildup with regular brushing.